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Businesses need to create peelable labels for their products that are eye-catching, simple to understand and also offer perceived value for consumers.

This is according to Timothy Beattie from South Africa's Pyrotec PackMedia, who said packaging has evolved from being purely informational into something much more important.

He pointed out that printed labels should not be cluttered with information, but should give clues to the brand's values while also being pleasing aesthetically.

Mr Beattie also recommended on-pack devices such as discounts, competitions, coupons and recipe ideas, which can be printed on concertina labels to add value where space is at a premium.

"Brand owners that do not actively engage a customer through on-pack campaigns and clever packaging will find themselves losing out to a competitor that does," he warned.

Packaging Europe recently said that peelable labels are ideal for many industries including food and pharmaceuticals because they are reliable, durable and versatile.